Estrategia digital para el fortalecimiento de la imagen corporativa desde la cultura organizacional

José Roberto Santos Mejía; Anabela Lataban Campos; Esmeralda Catalán Galeana

doi:10.61273/neyart.v4i1.182

Authors

José Roberto Santos Mejía Autonomous University of Guerrero
Anabela Lataban Campos Autonomous University of Guerrero
Esmeralda Catalán Galeana Autonomous University of Guerrero

DOI:

https://doi.org/10.61273/neyart.v4i1.182

Keywords:

Digital communication, corporate image, brand positioning, social media

Abstract

The present research study entitled “Digital strategy for strengthening corporate image on social media from an organizational culture perspective” focuses on the need to position the Centro de Estudios Superiores de Guerrero (CEMSG), an educational institution that faces structural challenges in digital communication within a competitive educational market, which limits its interaction with the public, as well as its visibility and recognition.

The main research objective focused on the articulation of a digital transformation process through social media aimed at consolidating corporate image in a differentiated manner that would respond to the essential components of digital communication.

Accordingly, a qualitative study was conducted at a propositional level using different instruments, among which Facebook as a social network was one of the most relevant. Through this instrument, it was determined that CEMSG shows deficiencies in planning, segmentation, and key elements for strengthening its corporate image.

It was found that, although the institution has a generally positive evaluation, its digital activity is passive and lacks essential components such as narrative and metrics for adequate image positioning; therefore, a digital strategy that transforms communication into a systematic model is crucial.

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Author Biographies

José Roberto Santos Mejía , Autonomous University of Guerrero

Dr. José Roberto Santos Mejía currently serves as Director of the School of Communication and Marketing (FACOM). He also coordinates the UAGro-FACOM Media Monitoring Center. He holds a Ph.D. in Educational Sciences and a Master’s degree in Communication and Public Relations. His academic and professional career is distinguished by his contributions to the strategic analysis of communication and public relations, as well as the training of professionals in the field.

Anabela Lataban Campos , Autonomous University of Guerrero

Dr. Anabela Lataban Campos is a distinguished researcher at UAGro. She holds a Ph.D. in Educational Sciences and master’s degrees in Communication and Marketing. As the founder of the Graduate Program in Strategic Communication, she currently directs the José Juárez University Museum and is listed in the Guerrero State Register of Researchers, where she is recognized for her work in organizational communication and international academic collaboration.

Esmeralda Catalán Galeana , Autonomous University of Guerrero

Esmeralda Catalán Galeana holds a bachelor’s degree in Public Relations and Marketing, with additional studies in protocol and etiquette, a Master’s degree in Executive Management, and a Master’s degree in Strategic Communication and Public Relations, which she completed with honors. She has over 10 years of experience in public administration, specializing in project management, institutional communication, and event planning, and is recognized for her leadership, strategic vision, and ability to strengthen organizational image.

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